Recently we’ve been talking to a local medical group about its marketing. When my team presented its recommendations, they included digital strategies (pay-per-click was a big component), additional video content for various platforms, and social media marketing, among others. Unfortunately, the powers that be within this group do not believe that social media is an important component of an overall marketing program for a medical practice. “No one uses Facebook to find a physician.” They had similar feedback related to LinkedIn and Twitter.
With that in mind, I decided to conduct a quick test using my Facebook account. I use Facebook primarily to connect with business friends and colleagues around the country. I don’t have many contacts/Facebook Friends who actually live in my community. So, when I posted my request for recommendations for an orthopedic practice in the Raleigh-Durham area of North Carolina, I wasn’t sure what I’d get. You can see my post below.
Below is a csreen shot of the exchange that ensued (it is still going on). As you’ll see, within 2 hours I had recommendations for three different orthopedic practices in the area (Duke, UNC Sports Medicine and Triangle Orthopedics), along with recommendations for Bikram Hot Yoga and Vodka. Two suggested I consider alternative options: one suggested neuromuscular massage while another recommended seeing a physiatrist. (Physiatrists, or rehabilitation physicians, are nerve, muscle, and bone experts who treat injuries or illnesses that affect how you move.) Later I received a second recommendation for Triangle Orthopedics. Remember, the people making these recommendations are old friends – people I trust. For me, there is power in these recommendations. Note: I’ve blacked out names of individuals in consideration of their privacy.